Method of and apparatus for advertising



Aug. 18, 1931. c, w sb 1,819,218

METHOD OF AND APPARATUS FOR ADVERTISING Filed Oct. 17, 1929 )NVENTOR. 47mm C. Wdfson 27 ATTORNEY.

Patented Aug. 18, 1931 I rr'o STATES PATENT o FIc Application filed October 17, 1929. Serial No, 400,282.

This invention relates to the art of addistance between electrodes, still partake esvertising and is directed to a method as sentially of the linear shape. Variations of Well as advertising apparatus which will pressure or other conditions maytend to have a high value from the standpoint of divert the luminous path from exact recattractiveness and which Will hold-the at-I tilinearity, but the luminous path neverthetention of observers, so that such attention less tends to maintain the linear form, and may be directed to advertising matter'formhence serve the same purpose as is secured ing a part of the apparatus. by the truly tubular form. i More especially the purpose of this in- The invention is therefore not'limited to' Q vention is to provide a neW and effective the use of straight linear tube lamps, ex-

means of visual stimulation which shall have clusive'ly, for curved tubular lamps, espea high degree of efi'iciency because of its cially When used in conjunction with novelty, variety and beauty, in addition to straight tubes, are useful, and generate a area, movement, change, and because of its more brilliant area in proportion to the de- 15 particular adaptability to the problem of gree' to Which they generate aismaller area focusin attention agreeably upon desired than a similar length of straight tube would advertising or similar matters. secure. Neither is this invention limited Briefly stated the method of this invention to the positioningof the tube normal to the consists in rotating, at-a rate of speed satisdirection of movement, but requires only tying the critical frequency for continuity that a substantial part of each tube be so of sensation, ina circular, cylindrical or conplaced. Departures of parts of the tubes ical path, one or more luminous gaseous from positions at right angles to the line? tubes, preferably such as contain neon, and of translation produce variations of intenpreferably of the conventional elongated sity or pattern'that serve to enhance the tubular form, so mounted that a substantial beauty or novelty \of the optical impression,

part, at least, of the tube is in its long axis Inpracticallycarrying out this invention, 1 approximately normal to the direction of I may employ one or more low pressure igasmovement. The three factors thus ineous luminous tubes of-the type commonly volved, viz., shape of light source, character known as Crookess tubes. -These tubes emof illuminant and method of presentation body certain marked characteristics among will now be more fully-described. which may be mentioned: their susceptibillVith regard to the shape of the source of ity to variation inappearance due to differ light, the ordinary gas tube, especially in ences in pressure of'gas Within the tube;

simple straight shape, is peculiarly suittheir susceptibility to variations in character I able for the purpose of this invention, beof luminescence due todifferences in frecause of its elongated or linear form. A quency and Wave form of the energizing lamp of spherical or non-linear form, if electrical current, which variations in lumimoved rapidly across the field of vision, nescence produce variations in appearance must form a streak or zone of luminosity, when said light is movedacross the field of Whereas the linear form, if moved in a vision at arelatively rapid rate; their comdirection approximately normal of its monly elongated, linear form or shape of length, generates an extended area much luminous area; their colorlessness or invisgreatenrelative to its actual size, than that ibility when not luminous. These tubes, of a lamp of non-linear form. This linear when employed in connection With this inform of illuminant does not necessarily devention, are particularly productive of an pend upon the linear form of lamp, but, it exceedingly widevariety of novel visual efsuch a source of illumination were contained fects because of the almost innumerablein a non-tubular shaped lamp, it would, be combinations of differentcond'itionsof pres-" m cause the line of least resistancefor the passureand electrical energization which are sage of the current tends to be the shortest read-11y obtamable.

The appearance of tubes of the character described varies considerably in accordance with differences in pressure. These differences in appearance are, more particularly, differences in striation and differences in general contour.

The character of gaseous tube lights is such that there are observable nodes or rings, relatively close together, of greater brightness, separated by regions of less brightness. In the ordinary conventional tube this is not always observable, because the glow is so intense as to produce on the eye the impression of a continuous bar or stream of light. However, when such tubes are moved more or less rapidly, because of the persistence of vision, there results the appearance of a spread out area of illumination and this luminous area has a very peculiar or unique appearance in that the nodes or rings referred to above are visible as small more or less mottled areas of light and dark color, and are, furthermore, arranged in a staggered or zigzag pattern. The whole effect is of the herringbone type of pattern, and is of an entirely unique and peculiarly attractive appearance. These nodes or rings of greater brilliance are known in physics as striae, and, may be most simply defined as layers of luminosity separated by dark spaces. The number and size of these striae, and the size of the relatively dark spaces between them,

' vary with differences in pressure of the gas within the tube. At relatively low pressures, the dark intervals are relatively larger, whereas at somewhat higher pressures they are so small as to produce, at least in the stationary tube, the visual impression of a continuous body of light.

A further characteristic of the luminous low pressure gas tube is that the striaeappear constantly to be in a state of oscillation or local perturbation. Upon rapid translation of the tube, however, these oscillating striae appearas a minutely mottled extended area (in cases where the current is of intermittent impulses of appreciable duration, as for example in the ordinary 6O cycle A. C. current). Because the apparent small local motions of the striae are in reality stroboscopic effects due to exceedingly rapid discharges of energy succeeding each other in slightly different positions, the visual effect of the light, when the tube is rapidly moved, is that of relatively stationary mottlings arranged in a sort of staggered or step-like pattern.

Moreover, in high pressure tubes (for eX- ample tubes wherein there is a pressure substantially equivalent 7 to atmospheric pressure) the discharge occurs not at all or with difficulty; as pressure is decreased, the luminosity occurs at first as a bundle of wavy threads of light, having a somewhat mobile appearance, (known in the industry as worrny tubes). At still lower pressure the luminosity becomes more solid and stable in appearance. This is known as the positive column. At still lower pressures, the striation, referred to above, becomes more and more obvious. Hence it may be stated that the character of the gaseous tube light is such that under certain conditions of gas pressure, the luminous area takes on the appearance of a wavy ribbon, or wormy streak of light. When moved or rotated, as contemplated in this invention, this wavy or wormy motion, because of the persistence of vision and the resulting spread of the luminous area, produces very striking and peculiar patterns of light, giving the whole area a kind of palpitating or throbbing appearance. Such tubes may also thus be used in carrying out this invention.

Other characteristics of the luminous gaseous tube light which are of importance in the purpose of this invention, consists in the differences in visualeffect which are obtainable by means of variations in the frequency and the wave form of electric current which is used to cause the gases to glow. This is of particular importance in the case of neon gas tubes, because of the peculiar nature of the gas, by virtue of which it glows and ceases to glow with substantial ,instantaneity. Such variations in the current have little or no effect upon the visual appearance of the light, so long as it remains in a stationary position. When rotated or moved'as in the method of this invention, these electrical differences are responsible for important diflerences in visual effect. It is characteristic of tubes of this type that the light source is intermittent, and with the peculiar capacity of neon gas to come to the maximum brightness of incandescence and likewise to cease to glow with substantial instantaneity, the result of this intermittent operation is to produce clearly marked intervals of luminous and non-luminous condition. This characteristic, however, is, according to this invention, coupled with appropriate movement of the light source to produce the pattern of alternate luminous and non-luminous areas. The width of these areas is dependent upon the rate of the current frequency, in relation to the rate of rotation of the tube.

The durations of the luminous and nonluminous periods may be varied by appropriate control of the electrical current supplied to the tube, so that the relative extent of luminous and non-luminous areas is likewise varied. When a plurality of lamps are combined, different ratios of luminous to non-luminous periods may be employed in different lamps, producing, for instance, a widespread luminous field within which there appears relatively small areas of definite outline, of a different intensity or a different color, such for example as red stars on a striped field of blue. I

The frequency of the intermittent illumination may also be varied, and combinations of different frequencies (all predetermined) may be had, so that, for instance, the red stars on the striped field of blue, may have the appearance of the stars moving more or less slowly in one direction while the striped blue field moves in the opposite direction. 7

A further characteristic of the type of illuminant herein before discussed and which is of importance for the purpose of this invention resides in the fact that'when in non-luminous condition the gas is invisible. hen rotated or otherwise moved by energizing the gas by electric current for a certain interval, and then --discontinuing the current for a certain interval, the area of the path traversed by the tube or tubes is by turns luminous and invisible, or practically invisibleexcept for the small amount of light that may be reflected from 'the surface of the glass tubes themselves. This characteristic of the illuminant is highly useful in such a device was an advertising apparatus for instance, wherein it is desirable to attract attention by" means of novel or beautiful color effects and then to place in thearea thus attentively observed a message, trade name, etc. ccording to this invention, this is very simply and effective ly achieved by the method of alternately energizing and deenergizing the rotating gas tubes.

WVit-h reference to the mode of presentation to the eye, this method has both-spatial and temporal aspects. Stated generally it isaccomplished by rotation, at a predetermined rate sustained through repetitive cycles, in a circular, conical or cylindrical path, at a speed conformable to the demands of the critical frequency for corn tin-nous sensation, and in a direction substantially normal to the longitudinal axis of the lamp.

It is important to note that this rotation or movement, when combined with the two other factors, produces visual effects substantially different from the similar movement of an ordinary light, or from other forms of movement of a similar light. Theseefi'ects have numerous novel charac- For instance, in the stationary condition, the visual effect is of a continuous line or ribbon of light, continuous both in time and space, whereas upon rotation the fact of actual intermittency of the light and its peculiar instantaneous on-set and shut-off, (entirely obscured in the stationary condi-' tion) because ofthe persistenceof vision, is,

revealed as a unique spatial pattern of alternating luminous and non-luminous'bands,

thepecul iar virture of bringing out, in the form of novel vi-sual'effects, constrasts 'in the actual distributionof energy which are entirely lacking'in stationary position be-' cause of the temporal continuity ofthe sensation resulting from continuous pulses of illumination. For instance, at appropriate intensities, a lamp activated by an ordinary 6O cycle current and one activated by a high frequency current of substantially instantaneous impulses, will have in" the stationary-state an identical appearance. If,how-' ever, these lamps be given the movement to which I have referred, thelr llumlnatlonswill-be strikingly dissimilar in appearance,

more specifically the-resultant spatial pat terns'will be different in number of discrete parts or elements, the size and shape of these parts,'and thebrillianceof these parts.

Furthermore,'the effect of the said movement upon the mixture of colors, when lamps of difierent colors are combined, is different from that of similar movement of" other types of light. For instance whena red and ablue tube-are combined instead of producing apur'ple,by retinal blending, as. in the case ofordinary lights, rotation in this case produces, not a common pervasive purple, but alternate bands or stripes of red,blue and purple; red appearing at' a point corresponding to the non-luminous period of the blue, blue in the non-luminous periodofthe red, and purple at'the point of retinal overlappings of the luminous periods ofboth.

Features of the invention, other-thanthose specified, will be apparent from the hereinafter detailed description and claims, when read in conjunction with the accompanying drawings. p

The accompanying drawings illustrate different practical embodiments of themvention, but the constructions therein shown are 'to' be understood as illustrative, only, and not as defining the limits of the invention.

- Figure 1 is a diagrammatic perspective view showing apparatus embodying the present-invention. I Figure 2 isalso a perspective view showing a modified form of the invention;

"vertising feature of the invention may partake of various forms.

However, for the purpose of concrete illustration, attention is first directed to Figure 1, wherein I have shown two neon tubes designated 1 and 2. These tubes are mounted firmly upon a suitable carrier 3 which may be of any appropriate structure, but for illustrative purposes is shown as a circular glass plate. The tubes are firmly secured to the plate by suitable attaching devices 4, so as to be relatively immovable with respect to-the plate. The. plate is mounted fixedly upon a shaft 5 adapted to be driven.

from a suitable prime mover through ap- "propriate operative connections, such for example as the pulley 6 fixed on the shaft and driven through the belt 7 from the prime} mover 8 illustrated as an electricmotor.

Current is fed tothe tubes from one or more suitable sources of current supply and for the purpose of illustration the feed of this current is as follows. Fixed to the shaft 5 or to the back of the disk.3 at the center thereof is a sleeve 9 of insulating material,

whereby the sleeve is caused to rotate with the carrier 3. Upon this sleeve is mounted a plurality of collector rings 10, 11, 12 and 13. The collector ring is connected to one terminal of the tube lthrough an appropriate electrical connection 14. The other terminal of said tube is connected through a suitable electrical connection 15 to the adjacent end of the tube 2, while the opposite end of the tube 2 is provided with a suitable electrical connection 16 which leads to the collector ring 11. Wiping contacts 17 and 18, respectively, engage with the rings 10 and 11 and these two wiping contacts are connected to'a' suitable source of current supply which may be conveniently an alternating current transformer.

1Vith this arrangement current is fed from the transformer through the tubes 1 and 2 in series aand serves to energize the tubes as they are rotated from the motor 8. The tubes may in practice be of any appropriate shape as stated and they may be of the same or different characteristics. Very attractive color effects have been produced by using an ordinary red neon tube as the tube 1 and by using as the tube 2 a neon and mercury tube which gives a blue light, so that as the tubes are rotated with the carrier,

3 very beautiful effects due to blending ofv the red and the blue colors are obtained. I dc not restrict the present invention, however, in this connection as I may use any suitable neon tubes of the same or different colorings or of the same or different characteristics without departing from this invention and it is moreover within the invention to use a single neon tube mounted to rotate as stated. y

In addition to the tubes 1 and 2, I have shown in Figure 1, additional tubes 19 and 20 mounted on the carrier plate 3 which latter tubes are of ornamental shapes. These tubes may be energized from the collector rings 10 and 11, so as to operate at the same frequency and from the same source of power as the tubes 1 and 2. Very beautiful effects, however, are produced if the tubes 19 and 20 are subjected to substantially instantaneous operation. IVhen employing ordinary commercial current and passing it to the tubes 1 and 2 through a transformer as shown, the periods of individual energization of the tubes 1 and 2 are of appreciable duration, and as the tubes are rapidly rotated about the axis of the shaft 5, there results illumination which produces the op tical sensation of a circular zone or disk of light of a brilliancy less, however, than the brilliancy of the individual tubes when viewed at rest. If, however, tubes are operated so that their illumination, i. e., the flashes resulting from illumination at predetermined frequencies are substantially instantaneous, the marked increase in brilliancy will result as compared to the illumination of the tubes 1 and 2 as specified.

It is for this reason that in practice I prefer, without limiting the invention thereto, to utilize one or more additional sources of light 19 and 20 and to energize them in amanner thatsuch sources will result in substantially instantaneous flashes of illumination. As shown, this may be accomplished by connecting the tubes 19 and 20 by a suitable electrical connection 21, While one ter.- minal of the tube 19 is electrically connected by a connection 22 with thecollector ring 12 and the other terminal of the tube 20 has an electrical connection 23 with the collector ring 13.

With the collector rings 12 and 13 are associated wiper contacts 241 and 25 connected with a suitable source of substantially instantaneous electrical energy. This energy may be supplied in various ways but can conveniently be obtained through an induction coil with a suitable interrupter or vibrator. Direct current may be fed to the induction coil from a battery or other source.

When the arrangement as described is in operation, the tubes 1 and 2 will produce the optical eifect of a circular zone or disk of light of-relatively low intensity as compared to. relatively bright flashes resulting This effect, however, is merely illustrative of the invention and the invention is obviously not confined thereto.

The advertising matter whereby particular business establishments may be advertised may partake of various forms. Very satisfactory resultshowever have been obtained by the arrangement shown in Figure 1, wherein there is positionedback of the carrier '3 an advertisin card 26 embodying the words John Doe Iahoes. Any appropriate advertising may of course be embodied in this card which when placed directly back of the carrier 3 is visible through the carrier while the carrier is rapidly rotating and with all of the tubes deenergiZed. It will of course be understood that as the carrier 3 is transparent and the tubes are transparent the rotation of these parts at high speed will render them practically invisible and a person standing in front-of the apparatus can see directly through the carrier and tubes and read the advertising matter on the card 26. In practice it is found desirable to rotate the carrier at appropriate speed with the tubes energized for a period and then discontinue the energization ofthe tubes for "a period'so that persons viewing the light phenomenon will suddenly be confronted with the advertising matter and then after a relatively short period renewing the energizing of the tubes. Thus by alternately energizing and deenergizing the tubes through successive periods,'thedevice hecomes attractive to persons while the tubes are energized, the advertising function being carried out during intermediate periods when the tubes are deene'rgized. Appropriate timing mechanism is preferably associated with the sources of current supply so as to control the periods of illumination and non-illumination. This timing mechanism may be of any conventional form and it has not been thoughtnecessary to illustrate it in the accompanying drawings. It may be controlled directly from a shaft 5 or from any suitable clockwork or other timed controlled mechanism.

It will of course be understood that the illumination of the tubes and their speed of rotation may be such that when energized they will form a color screen through which the advertising matter may :be readfi On the other hand, it has been found highly practical to so operate the device that the advertising matter will be wholly obscure whenthe tubes are illuminated andexpos'ed to viewonly when the tubes are deenergized.

In Figure 2, I haveshown a somewhat different dispositionof the parts while maintaining the same function as in the preceding figure. f Thus in Fig.-2,*the carrier 3a" is shown as cylindrical and for example in the form of a glass tube mounted to rotateon suitable axialtrunnions 5ato which power isdelive'red through abelt and pulley connection 7a+6an-0m a'suitable prime mover. The trunnions 5a are illustrated as hollow and through these trunnions extends a fixed supporting rod 27 which serves to support withinthe carrier a" stationary advertising card 26a. 7 Any suitable number of tubes 1a, and 2a are mounted on the carrier either interiorly'or exteriorly thereof as may be desired and they are energized through appropriate electrical connectionsgsuch for example as collector rings (not shown) mounted upon the trunnions 5a in the same general manneras shown in Fig.1. j

The primary difierence between the structure of Figures 1 and 2 is that the tubes'traverse a cylindrical path instead oftraveling in substantially a plane as in Fig. 1. These two arrangements are illustrated in the drawings inorder to show different embodiments of which the invention is susceptible, but I wish it understood that the invention is not limited to details of construction but resides rather in the combination of elements.

In practically carrying outv the invention, the various neon tubes may vary in size and shape, but in every'instance shown, it will be noted that each tubes occupies a seg-- mental relation to the axis about which it rotates. Y

Thus byreference to- Figure 1, it will be noted that the tube 1 is contained withinthe segment '28, the tube 2 is contained ;within the segment 29 and the tubes 19 and 20 are contained within their corresponding segments 30. By reference to Figure 2, it will be similarly noted that the tube 1a is contained within the segment 28a and that the tube 2a is similarly positioned. When'the tubes are thus segmentally disposedwith reference to their axis of rotation, rotation of such tubes produces highly desirable and ornate colored lighting effects having a high degree of attractivevalue in the advertising art. It will-be further noted that when the tubes are thus disposed, an appreciableportion of their length is substantially normal to the direction of their movement-and they thus generate a relatively large area of brilliance.

The tubes 1a and 2a, are shown as straight in each instance while the tubes 19 and 20 are shown as of ornamental configuration.

This is for illustrative purposes and I do not restrict the present invention in this regard.- Tubesof widely dilferent characteristics maybe used without departing from the invention and-actual experience has demtrade as producing worm light efiects and which are generally considered undesirable for stationary advertising signs, will produce unusually pleasing effects when utilized in connection with this invention.

The foregoing detailed description sets forth the invention in its preferred practical form. It will be noted that the invention embodies numerous features of novelty, some of which may be employed without necessar-' ily employing all and furthermore certain of these features may be duplicated to give more extensive or a series of combination illuminating effects. For these reasons the invention is to be understood as fully commensurate with the appended claims.

Having thus fully described the invention, what I claim as new and desire to secure by Letters Patent is:

1. In an advertising apparatus, the combi- .nation of a source of relatively low frequency neon light, a source of substantially instantaneous neon light, means for mounting both of said sources of neon light for rotation about a predetermined axis, means for rotating said sources of neon light about said axis, and means for independently energizing each of said sources of neon light while they are rotating.

2. In an advertising apparatus, the combination of a plurality of neon tubes, means for mounting said tubes for rotation about a common axis, means for energizing one of said tubes in a substantially instantaneous manner to cause substantially instantaneous flashes of light to emanatefrom said tube, means for energizing another of said tubes with current impulses of appreciable duration to cause light flashes of appreciable duration to emanate from the latter tube, and means for rotating said tubes about said axis.

3. In an advertising apparatus, the combination of a plurality of neon tubes, means for mounting said tubes for rotation about a common axis, eachof said tubes being segmentally arranged with respect to the axis about which they are mounted to rotate, means for energizing one of said tubes in a substantially instantaneous manner to cause 1 substantially instantaneous flashes of light to emanate from said tube, means for energlzing another of said tubes with current impluses of appreciable duration to cause light flashes of appreciable duration to emanate from the latter tube, and means for rotating said tubes about said axis.

- 4. In an advertising apparatus, the combination of a plurality of Crookes tubes, means for mounting said tubes for rotation about a common axis, means for energizing one of said tubes in a substantially instantaneous manner to cause substantially in- I stantaneous flashes of light to emanate from said tube, means for energizing another of said tubes with current impulses of appreciable duration to cause light flashes of appreciable duration to emanate from the latter tube, and means for rotating said tubes about said axis.

5. In an advertising apparatus, ,the combination of a plurality of Crookes tubes means for mounting said tubes for rotation about a common axis, each of said tubes being segmenetally arranged with respect to theaxis about which they are mounted to rotate, means for energizing one of said tubes in a substantially instantaneous manner to cause substantially instantaneous flashes of light to emanate from said tube, means for energizing another of said tubes with current impulses of appreciable duration to cause light flashes of appreciable duration to emanate from the latter tube, and means for rotating said tubes about said axis.

6. In an advertising apparatus, the combination of a source of relatively low frequency neon light, a source of relatively high frequency neon light, means for mounting both of said sources of neon light for rotation about a predetermined axis, means for rotating said sources of neon light about said axis, and means for independently energizing each. of said sources of neon light while they are rotating.

7. The method which consists in simul taneously rotating a plurality of Crookes tubes across a zone of vision, and energizing the different tubes by electrical currents of respectively different frequencies.

8. The method which consists in rotating a plurality of Crookes tubes about a common axis, energizing one of said tubes by an electric'current of relatively low frequency and energizing another of said tubes by current of relatively high frequencies, while said tubes are being rotated.

9. In an advertising apparatus, the combination of a plurality of neon tubes of different gas pressures, means for supporting said tubes for rotation about a predetermined axis, means for thus rotating said tubes, and means for electrically energizing said tubes while they are rotating. 7

10. In an advertising apparatus, the combination of a plurality of neon tubes of different gas pressures, means for supporting said tubes for rotation about a prede termined axis, means forthus rotating said tubes, and means for electrically energizing each tube at a predetermined substantially constant frequency while it is rotating.

11. In an advertising apparatus the combination of a suitable advertising matter arranged to be observed from a predetermined direction, a plurality of neon tubes of different gas pressures mounted to rotate on a predetermined axis and during such rotation to intercept the field of observation, means for rotating said tubes, and means for periodically electrically energizing each of said tubes, whereby a zone or disk of illumination will be interposed between the observer and the advertising matter when the tubes are energized.

12. In an advertising apparatus, the combination of a plurality of Crookes tubes, of different gas pressures, means for supporting saidi tubes for rotation about a predetermined axis with substantial portions of the tube disposed approximately at right angles to the paths of travel of the tubes, means for thus rotating the tubes, and means for electrically energizing the tubes while they are rotating.

13. In an advertising apparatus, the combination of suitable advertising matter arranged to be observed from a predetermined direction, a plurality of Crookes tubes of different gas pressures mounted to rotate on a predetermined common axis with an appreciable portion of each tube disposed approximately at right angles to its path of movement to intercept the field of observa tion, means for rotating said tubes, and means for periodically electrically energizing the tubes, whereby a zone or disk of illumination will be interposed between the observer and the advertising matter when the tube is energized.

14. The method which consists in simultaneously rotating a plurality of Crookes tubes of different gas pressures in space with appreciable portions of said tubes substantially normal to the path of their movement in space, and electrically energizing said tubes while they are rotating to cause the tubes to generate an illuminated zone.

15. The method which consists in rotating a plurality of Crookes tubes of different gas pressures in space with an appreciable portion of the length of each tube disposed substantially normal to its direction of rotation, and intermittently energizing each of said tubes, as it is thus rotated, by an electrical current of sufiiciently low intensity to permit optical manifestation of the alternate periods of illumination and non-illumination of each tube to be visibly apparent.

16. The method whch consists in rotating a plurality of Crookes tubes of different gas pressures and difierent colors across the same field of vision, and electrically energizing said tubes while they are thus rotated.

Signed by me at Marietta, Ohio, this 15th day of Gctober, 1929.

ARTHUR C. W'ATSON. 

